In a remarkable development in the world of digital advertising, Google has unveiled a new strategic step in Performance Max (PMax) campaigns by testing a gender-based exclusion feature.
This experimental feature comes as part of a package that also includes broader improvements in controls and reporting, marking a tangible shift toward increasing ad accuracy and optimizing campaign effectiveness.
What is the new feature and why does it matter?
This option, which appeared during the beta release of Google Ads API v21, allows advertisers to exclude their ads from appearing to a specific gender group—male or female—giving them greater control in targeting the right audience. Previously, PMax campaigns relied entirely on AI for distribution and visibility, with no direct ability to adjust targeting based on gender.
Practical uses of this feature:
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Separate gender-based campaigns: Advertisers can create independent campaigns for products or services targeting men or women, allowing tailored ad messages and creatives for each group.
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Improved ad relevance: Exclusion limits exposure to uninterested audiences, boosting click-through rates (CTR), conversion rates (CVR), and improving return on ad spend (ROAS).
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Enhanced campaign settings: Advertisers can adjust headlines, images, product displays, and messaging per gender-specific campaign, reducing overlap and increasing effectiveness.
How did the story start?
Advertising expert Aleksejus Podpruginas was among the first to notice this feature inside the Google Ads interface and revealed the appearance of the gender exclusion option. The discovery caused buzz among professionals, who are advised to reach out to their Google Ads representatives to gain early access to this beta.
Within the broader August 2025 updates
This launch comes as part of wider updates to PMax campaigns in August 2025, including:
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Testing demographic targeting based on gender
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More precise tools for controlling age devices and negative keywords
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Advanced reporting for creative assets and new customer performance
Challenges and opportunities
Despite the strong automation on which PMax relies, this feature returns some strategic control to advertisers. The challenge lies in balancing precision with AI automation. Advertisers must test campaigns, monitor performance, and fine-tune creative messages to ensure the best alignment with their intended audience.
Practical steps for advertisers:
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Contact your Google Ads representative to gain access to the beta.
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Create two separate campaigns by gender (male vs female) to test performance.
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Monitor KPIs such as CTR, CVR, ROAS, and CPA to evaluate effectiveness.
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Use performance data to optimize ad messaging and campaign assets.
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Be ready to leverage this advantage early before it becomes widely available.
Conclusion
The introduction of gender exclusion in Performance Max campaigns reflects a shift toward more precise and controlled targeting in digital advertising. With this update, campaigns become more relevant to their audiences, with clear potential to improve performance and ad spend efficiency.
Who benefits most? Advertisers who adopt this feature early will be ahead of the curve once it rolls out more broadly.
